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USM Events Planning

EVENTS PLANNING BEST PRACTICES

Events should positively reflect the University of Southern Maine. The information provided on this page is to help USM faculty and staff sort through the many necessary details to plan and execute a successful USM event. Highlights include:

Event Purpose

What is the goal/purpose of your event? What do you expect to accomplish?

Goals/purposes can include education, community building, recruitment, alumni relations, student engagement, donor engagement, and so on.

Who is your target audience? Who is the event for?

Many groups at USM share a common goal -- event partnerships can help share the workload and stretch financial resources. Is there a similar group on campus that might benefit in participating in this event with you?

Event Roles and Responsibilities

Identify an event leader from your team who will be the point person for your event and/or a designated person from your team to handle all promotion for the event.

Budget

Do you have the budget available to support the event? Are you able to plan this event with resources from your department, or should you enlist USM's Conference Services? USM Conference Services is ideal to work with if you are planning an event that meets two or more criteria: the event is open to the public, has an expected audience of at least 50, requires room set-up and tear-down, and requires catering. If you are unsure, please contact USM Conference Services at x5962 to discuss your event.

Outline anticipated expenses

Location rental fee

Communication and marketing expenses (costs for printed materials, hired photographers, and so on)

Catering: Food is often the largest expense for an event. Select your food early in the planning process and establish the per person food cost as soon as possible. Multiply the per person food cost by the anticipated attendance numbers to estimate the total catering charge.

Presenter fee

A/V: you may wish to have the event recorded for those who are unable to attend

Facilities management (for event set up and clean up afterwards)

Travel and/or housing for presenters

Outline projected revenue

Grant funds

Sponsorships

Vendors

Registration fees: Set your fees early in the planning stage and decide who gets a discount or a free registration. To determine your revenue, multiply the estimated attendance by the registration fee. Take into account discounted fees and free registrations.

Project profit/loss by subtracting total projected expenses from total projected revenue.

Event Date and Time

Event leader should develop a detailed timeline that breaks down all of the tasks that need to get done, along with who is responsible for that task and what the deadline is.

Check calendars of all involved

In order to achieve maximum attendance. It is strongly encouraged that event planning start AT LEAST 3 months prior to the event, and ideally start 6 months prior to the event.

Is this the best time to hold an event? Avoid setting event dates that conflict with finals, holidays, or other large events

Does date provide enough lead time to arrange for logistics and marketing?

Should a snow/rain date be set?

Event Location

Is location realistic for the expected number of attendees? For instance, a space that accommodates up to 500 people for an event that only expects 50 people can make it appear as though the event was poorly attended.

USM Police/Public Safety: Events at which 25 or more people are anticipated to attend, and for any high profile or controversial visitors, please provide notification to USM Police/Public Safety at x5211. They sometimes receive calls inquiring about event details and can serve as another resource for your potential attendees, plus, they may be required to provide security at the event.

Event assessment: Consider creating one if looking for feedback at the end of the event

Clean up: Arrangements must be made for clean up after the event. This can be arranged through facilities management.

How to Promote Your USM Event: Marketing and Communication

Event Promotion Pre-Planning:

Determine who your audience is, and the best method of reaching them (web calendars of events, email invitations, posters/postcards, social media, and so on).

Create a "to do" calendar determining the schedule for getting information publicized. What's the deadline for any RSVPs if required? How far in advance do you need printed materials (must be printed and distributed at least 3-4 weeks prior). If you need press releases/media calendar of events published, the media must receive information at least 3-4 weeks prior as well.

Designate a point person from your team to coordinate the Marketing and/or PR for the event.

After Your Event

Congratulations!

Send out any follow-up communications such as thank you notes. You may also wish to have your group's designated web editor publish a news article on your department page, including any links to photos and/or share on any social media pages you may manage. You may also wish to share information with Public Affairs for any further publicity through the Submit USM News link.